"New Line" O2O observation: O2O Opportunity of local community in Xiamen small fish net

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

It is generally believed that the key of O2O is to construct the consumption closed-loop, and realize the value of the O2O platform by realizing the construction of the consumption closed-loop and realizing the precision of the data accumulation and marketing. In the "New Line" city, the local community represented by the Xiamen small fish Net is enough to use the original accumulated users, exert the advantages of localization, adopt the Marketing method to construct the consumption closed-loop, and realize the excavation of the local consumption business opportunities.

Wen/World Network Shangqi Laugh 旖

May 13, 2013, focused on local life service community Hangzhou 19 Floor completed a strategic financing of 60 million yuan, which allows many local portal community Web site in the road to commercialization to see a glimmer of light.

In fact, for the community, media and E-commerce This triple attribute of the local portal community site, if said before the center of gravity in the community and media functions in the cultivation, is in the rise of E-commerce to do "internal strength", then in the O2O business opportunities frequently burst today, when the external conditions are increasingly mature, The local portal community website, with its local roots, has found a way to commercialization in a O2O manner to the understanding, coverage and influence of local businesses.

The 19 floor, Xiamen small fish net is also so.

February 18, 2003, "Xiamen Small Fish community" was born quietly, providing Xiamen residents with a life information online exchange platform. January 1, 2008, the small fish community upgraded to a new version of the small fish network, including blog, shop, including more network brand products.

After ten years, the small fish net has 1 million registered members, potential users accounted for more than 85% of Xiamen netizens.

"A website is not dead for 10 years, that means it will have a lot of accumulation, especially the user's accumulation." "Xiamen Small Fish Net co-founder Yiu Jincheng told the World Network Business" reporter.

The "user" mentioned here, if the business logic to understand, can be divided into merchants and consumers. Yiu Jincheng Precipitation and accumulation in the 10, let these two parts of the audience has also been sufficient precipitation and accumulation, which makes the rise of the O2O model, for small fish nets, not like a new thing, and more like a born of a gene, fit to let people can not help but envy envy hate.

Profit lies in the closed-loop design of O2O consumption

In Yiu Jincheng's view, local portal site and local livelihood consumption is closely related, which contains a large number of consumer business opportunities.

"User needs, have been through a speech, replies presented on the website." These need not come out of thin air and are the real reaction of 1 million of users in a small fish net. "These requirements correspond to the real people behind the 1 million IDs," Yiu Jincheng said. If said three years ago, this person just graduated, he looked on the net is the job search, next, he wants to talk about the object, wants to marry, then, his demand turns to the wedding dress, the feast, the House and so on. All of these need to be docked by businesses. ”

The advantage of local portal site is that the cost of online and offline combination is lower, the degree of interaction is higher, the cost of precision marketing is lower, and the effect is relatively obvious, this is the most direct embodiment of vertical service advantage. It does not need its own initiative to mining user needs, due to the nature of the forum, users will spontaneously express their own demands.

And the site to do is found in the demand after the integration, and the merchant to achieve matching, through the activities under the line, such as wedding purchase, discount cards and other forms of the final transaction.

Here, the transaction is the last link, it is only a "fruit", and the "cause" of the transaction, is the local portal community Web site before the transaction of all the interaction, which is the foreshadowing of all the business behavior behind, this process is it and other electronic platform of the biggest difference.

Of course, in the profit model, the small fish network and other local portal community sites, the profit is mainly from advertising and advertising derivative products, such as traditional page ads and text links. In addition, the site can also focus on the theme and application of online marketing activities, through the network to promote the line of consumers gathered, and then brought to the real store to pay online, purchase offline goods and services.

"The online customers into the offline, for example, every week, small fish nets are organized to see the housing Group, ' Chop ' car Regiment, real estate analysis activities and so on. "Like the Mid-Autumn Festival, we started a 2-month-long Yiu Jincheng from August 1," said the blogger. ”

So how does a website make a profit from these O2O projects?

In Yiu Jincheng's view, the current small fish network or commercial advertising for the main, and the site will be packaged into the form of activities. Take the automobile product as an example, from the marketing angle, the regular website advertisement is the 4S shop to put the advertisement position directly, the user clicks to watch.

And now, by the way of O2O, the website can advance to those who have the demand for car buyers, through preheating activities will these crowd information summary, and then with this information to and merchants docking, will they guide to the offline entity shop to understand the relevant information about the car, such as model, style, and finally formed on the day of purchase.

"O2O as a pure marketing behavior, the two to form a consumer closed loop is not the same." Yiu Jincheng told the World Network business reporter. In the O2O consumer closed loop, in addition to marketing, but also includes the previous consumption behavior collection, as well as follow-up data mining and analysis. Therefore, marketing is only a link and the main characterization of O2O.

The advantages of vertical services for local portals are often surprising. To the small fish Net weekly chopping group for example, through offline and online interaction, the average weekly can help 4S store sold 20 cars, up to 80 units.

In Yiu Jincheng's view, O2O is just a way to approach the marketing to build the closed loop of consumption. So, you can't see it narrow. The advantages of O2O online, offline businesses are mixed, they need to diversify their day-to-day support demands. Therefore, this requires the operator to have the ability to communicate and communicate.

The small fish nets because of local roots, with the understanding of local businesses, coverage and influence, is the local users and merchants are very recognized media, so its influence must be stronger than outsiders, which makes its O2O ability directly "jump" out.

Trans-regional expansion and "even a piece of film"

Last year, the small fish network launched a horizontal expansion, in Xiamen, three cities: Zhangzhou, Quanzhou, Jinjiang, in order to share and buy the way and the local forum cooperation, and then use the model of small fish nets to transform it, let them become the eyes of the local fish network.

The choice of expansion in this way, in Yiu Jincheng's view, is due to the perception of local portal community websites. He believes that every city dweller has a radius of his life, which has a variety of life information, both physical and spiritual. If this is beyond the radius of life, then the resulting content may not be what they need.

"For example, Xiamen residents rely on small fishing nets in Xiamen to meet demand, and Hangzhou people on the 19 floor to meet demand." "Yiu Jincheng said," The local portal to go out, money, manpower, the system must be ready. Once you're out, consider how you can digest the needs of those places. If not digested, this expansion will not succeed. ”

And in the grid of small fish nets, there is a pattern, Yiu Jincheng called "even dot film."

What is "even a piece of film"? At present, for many to do O2O, there is no integrated business model and services for the product platform, we are each other. In Yiu Jincheng's view, there is a possibility of cooperation between these platforms. Of course, the initial cooperation is the business model of cooperation.

Take Xiamen and Hangzhou as an example, the small fish net and the 19 floor cooperated a "theme Travel" project. Hangzhou 19 Floor using its own network positions, launched Hangzhou netizens to Xiamen tourism activities, and this activity in Xiamen, the landing of the merchant, by the small fish nets to provide and integrate.

"In my grid, Xiamen people to find small fish nets, Hangzhou people to find the 19 floor." When the demand aggregation, the site through cooperation, achieve a single point of landing to their respective cities. "Yiu Jincheng said.

O2O maximum value lies in subsequent interactions

In the interview, Yiu Jincheng has been to the "World Network Business" reporter stressed that the concept of O2O can not be said to narrow.

The "narrow" here refers to the scope, and when everyone cuts their heads in the scramble for the catering market, Yiu Jincheng sees the opportunity to make money more easily.

"Catering is the least money industry, boli, so catering enterprises in marketing will not put a lot of money." Cars and real estate are different. "Yiu Jincheng said," a second-hand housing 3 million yuan, 2.6% of the handling fee, you can earn more than 70,000. The problem with the house is nothing more than to whom, if operated on the small fish online, then the alternative object is 1 million of the user community. ”

Although see the more lucrative industry, but for the small fish net, on the road to commercialization, the most investment is still the catering industry, the Yiu Jincheng mouth "output of the smallest" industries, its greater role is "drainage."

As with the small fish network through 10 years of precipitation and accumulation, with 1 million real effective user groups. and the investment in catering industry, is to gather popularity, so that the popularity of the site on the platform, through more interactive activities, into the "output more" cars, real estate and so on. This process is a small fish net difference in search rooms and other professional vertical web site advantages.

Talking about the commercial prospects of the small fish net, Yiu Jincheng is very optimistic, in his eyes already had a best case-this year to get 60 million yuan to finance the Hangzhou 19 floor, in the O2O field of practice so that more local portal community website for the excitement.

"It is said that the 19-storey marriage fair can do 100 million of the volume in one year." "Yiu Jincheng said," Although the small fish net can not compete this amount, but imagine, the user 20 years old come in, 40 years old go out, and will have new 20-year-old user come in, in this website, the fresh purchasing power always exists. ”

Yiu Jincheng in IT industry for more than more than 10 years, the application and promotion of new Internet technology has always maintained a high degree of enthusiasm. In his eyes the little fish net, as the value of the local portal, might turn into a local service class for Wal-Mart or Jingdong.

Yiu Jincheng that if the first stage of the small fish network to do business is by selling advertising, for example, to help users find a wedding dress shop on the website, then, the service may be more forward to rely on, users of the Internet station is to buy wedding sets department, the site will not do it, but it is possible to find a lot of suppliers.

"This has formed the O2O closed loop, for the site, the next is the subsequent interaction and after-sale services, but in fact this is the greatest value." "Yiu Jincheng said.

Determined to become the "Hercynian First Life portal" small fish nets, 10 years has been a clear understanding of their own, not blind expansion, not for business and business, adhere to the principle, adhere to the "homeopathy", this may be the small fish network 10 years not dead but burst the charm of youth.

(originally contained in "World Net Business" October issue, all reprint please indicate from I World Network merchant and attach link)

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